赫伯特·亞歷山大·西蒙（英語：Herbert Alexander Simon，1916年6月15日—2001年2月9日），漢名為司馬賀，美國著名學者，計算機科學家和心理學家，研究領域涉及認知心理學、計算機科學、公共行政、經濟學、管理學和科學哲學等多個方向。為1975年圖靈獎得主，1978年，獲得諾貝爾經濟學獎。
The capacity of the human mind for formulating and solving complex problems is very small compared with the size of the problems whose solution is required for objectively rational behavior in the real world.
Human beings, viewed as behaving systems, are quite simple. The apparent complexity of our behavior over time is largely a reflection of the complexity of the environment in which we find ourselves.
What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.
